Online impulse buying: who had suggested you to buy on instagram
Management and economics journal
Since Instagram become phenomenon in this world and become new segment in business called Instagram commerce (Igcommerce), this study aimed to know how peer communication and usage intensity trigger urge to buy impulsively and online impulse buying by following the stimulus organism response (SOR) paradigm. Data was collected by online survey from 180 customers who ever brought at Instagram more than 3 times and analyzed using partial least square (PLS). The result showed that there is
... t there is significant effect of usage intensity and urge to buy impulsively of online impulse buying, but interestingly, we found that there is no direct effect of peer communication of online impulse buying; while indirect there is significant effect of online impulse buying. The research finding can contribute well to bosh the theorist as well as the practice. 232 because of the ease of products access, ease of purchase system, lack of social pressure, found huge of Information about the product. Considering the importance of online impulse buying for online sellers to increase product sales, as found by Verhagen and Dolen (2011) that 40% of a person's expenses are spent unplanned, therefore knowing the factors that cause impulsive purchases is important. Many studies that have examined impulse buying in offline stores such as Shofi and Najar (2018) and Badgaian and Verma (2014) examined the behavior that causes impulse buying, Xiang et al (2x016) examined perceptions of usability, comfort and social interaction of impulse buying, Vieira et al (2016) examined the impact of using debit cards and credit cards on impulse buying, Badgaian and Verma (2015) investigating the influence of personal and store conditions on impulse buying. The research of impulse buying such as Shih lo et al (2016) investigating the effect of online promotion on online impulse buying, Xiao et al (2017) identify the causes of consumers doing online impulse buying, Wu et al (2016) examined personal and web quality towards online impulse buying.